For years, Fujifilm pivoted away from its legacy camera business to focus on health care. But thanks in large part to the TikTok crowd, its retro-themed X100 digital cameras are now a roaring success, boosting its bottom line.
Fujifilm is struggling to meet demand for the $1,599 (about ¥250,560) camera, prized by young 20-something social media users for its looks and high-end functions.
The X100V model was so popular that in the fiscal year ended in March, it was the imaging division, which includes cameras, that was the biggest contributor to the company's record-high profit — the unit accounted for 37% of operating profit in fiscal 2023, versus 27% the year before.